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communications audit<br />
This section will provide a brief overview of I Am RVA’s strengths and weaknesses<br />
relating to their communication materials, strategies and <strong>campaigns</strong> distributed widely<br />
to the general public. Information reviewed will be the following: social media profiles,<br />
organizational media, websites and advertising.<br />
I Am RVA’s application of social media, organizational <strong>campaigns</strong> and online marketing<br />
is lacking engagement, connectivity, and usability for users. Increasing stewardship,<br />
donors, and brand equity among key publics and consumers is an objective for this<br />
organization. Their goals are engaging new audiences, visibility of the I Am RVA brand,<br />
and promoting their mission of bike safety.<br />
For I Am RVA to increase its visibility and awareness, they must interact, properly<br />
market and be socially engaged with their publics including prospective clients and<br />
donors.<br />
social media profiles and <strong>campaigns</strong><br />
I Am RVA has three active social media accounts (Facebook, Twitter and Instagram).<br />
They campaign to foster enthusiasm for bicycling in Richmond by promoting a sense<br />
of community, safety among riders and drivers, and creating Richmond pride through<br />
shared and promotional content.<br />
facebook<br />
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